CRM is typically all about customer behavior: you track customers’ behavior in terms of where, when and in what context they interacted with your company. But the increasing ease with which you can track behavior and the ability to build and maintain extensive behavioral databases has encouraged many marketers to de-emphasize the collection and interpretation of “soft” attitudinal information: that is, data around customer satisfaction, attitudes towards brands, products, and sales persons, and purchase intentions.
Track Customer Attitudes to Predict Their Behaviors
Your CRM analytics should include this forward-looking metric.
September 11, 2014
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.